This study is dedicated to the communication positioning of a brand and its semiotic nature and managerial significance. First, various basics but key points on the topic are presented and commented on. Some of them are on the evolutionary path of a brand as a commercial concept, consumer's involvement as a main source of its contemporary equity, its exchange value, and primary task to make a difference. In the second, larger part, different theories and models by both academics and practitioners are observed in order to extract their common ground or specificity regarding brand positioning essence, process and practices, including brand core, identity and personification, creation of unique associations, consumer's imaginary provocation, appealing statement support, as well as a way by which the market "noise" could be surmounted in the name of successful distinction from the competition.